Word: rebrand
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Dates: during 2000-2009
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...With the trade in "blood diamonds" on the agenda of the G8 summit later this month, De Beers is moving quickly to rebrand itself as a concerned corporate citizen of the world. Still, the company may struggle to contain the market backlash that could result from diamonds' being associated with brutality in Africa. De Beer's spokesman Andy Lamont, speaking in London, sounded a defensive note when pressed on industry responsibility for financing insurgencies. "Diamonds don't kill people," said Lamont. "People kill people." Shopworn NRA slogans won't necessarily mollify a potentially fickle market - De Beers may do better...